7min
At Real Inbound, we’ve worked with countless businesses that have taken the leap and invested in a powerful CRM like HubSpot. They’re excited, hopeful, and ready to see their sales and marketing efforts soar to new heights.
But too often, we see a common pattern emerge months after the initial implementation, the results just aren’t there. Sales teams are struggling, leadership is frustrated, and the entire organisation is left wondering, “What went wrong?”
The truth is, implementing HubSpot—or any CRM, for that matter—isn’t just about purchasing software and checking off a list of technical tasks. It’s about ensuring that every person in your organisation knows how to use the tool effectively, understands why it’s important, and is fully bought into making it a part of their daily workflow.
This gap between having HubSpot and actually using it to its full potential is what we call the HubSpot Adoption Gap.
This article will dive deep into why this gap exists, how it impacts your business, and most importantly, how our HubSpot Adoption Gap Framework can help you bridge that gap to ensure long-term success with your CRM investment.
Understanding the HubSpot Adoption Gap
The HubSpot Adoption Gap isn’t just a theoretical concept; it’s a real, measurable challenge that many businesses face. It’s the space between setting up HubSpot—getting your licenses, integrating it with your existing tools, migrating your data, and conducting some initial training—and actually seeing HubSpot become an integral part of your daily business operations across all teams.
Why Does This Gap Exist?
You might be thinking, “We did everything right. We bought the software, we integrated it with our systems, we trained our teams—why isn’t it working?”
The answer lies in the fact that successful CRM adoption is about much more than just the technical setup. It’s about people, processes, and culture. Here are some of the key reasons why the HubSpot Adoption Gap exists:
- Lack of Leadership Buy-In: Leadership buy-in is crucial for any significant change within an organisation. When it comes to HubSpot adoption, if the leadership team isn’t fully committed and actively involved, it sends a message to the rest of the organisation that this isn’t a priority.
This lack of buy-in can lead to half-hearted efforts from other teams, resulting in low adoption rates and underutilisation of the CRM’s capabilities.
We’ve seen cases where the leadership team delegated the entire adoption process to the IT department or a single project manager without taking an active role themselves. This approach almost always leads to failure. Why? Because CRM adoption isn’t just a technical project; it’s a cultural shift that requires strong, visible support from the top.
- Inadequate Training: Training is one of the most overlooked aspects of CRM adoption. Many organisations assume that a one-time training session is enough to get their teams up to speed. However, effective training needs to be ongoing, role-specific, and tailored to the unique needs of your organisation.
Imagine giving your sales team a generic training session on HubSpot’s features but not showing them how to use those features in the context of their daily workflows.
Without this practical, hands-on training, they’re likely to revert to old habits and underutilise the CRM. This gap in training is a major contributor to the HubSpot Adoption Gap.
- Undefined Objectives: Clear, measurable objectives are the foundation of any successful project. Yet, when it comes to CRM adoption, many organisations jump into using HubSpot without first defining what success looks like.
Without specific goals—such as increasing user adoption rates, improving data accuracy, or boosting sales productivity—it’s difficult to measure progress or make necessary adjustments along the way.
Undefined objectives also make it challenging to align your teams around a common vision. If different departments have different ideas of what HubSpot should achieve, it can lead to confusion, miscommunication, and ultimately, a lack of adoption.
- Resistance to Change: Resistance to change is a natural human response, especially when people feel like they’re being forced to adopt a new tool or process without understanding its benefits. This resistance can manifest in various ways, from outright refusal to use the CRM to passive disengagement.
One of the most common reasons for resistance is a lack of involvement in the decision-making process. When employees feel like they have no say in how a new tool is implemented, they’re less likely to embrace it. Engaging stakeholders early and often is crucial to overcoming this resistance and ensuring a smooth adoption process.
- Poor Ongoing Support: Adoption isn’t a one-time event; it’s an ongoing process that requires continuous support.
After the initial implementation, many organisations fail to provide the necessary support to help their teams navigate challenges, troubleshoot issues, and continuously improve their use of the CRM.
Without this ongoing support, even the most enthusiastic users can become frustrated and disengaged. Regular check-ins, feedback loops, and access to additional training resources are essential for maintaining momentum and ensuring long-term success.
The Impact of the HubSpot Adoption Gap
The HubSpot Adoption Gap isn’t just an inconvenience; it has real, tangible consequences for your business. Here are some of the ways this gap can impact your organisation:
- Wasted Investment: HubSpot isn’t cheap, and the costs of purchasing licenses, integrating tools, migrating data, and training your team can add up quickly. If your team isn’t fully adopting the CRM, you’re not getting the return on investment (ROI) that you expected. This wasted investment can be a significant drain on your resources and a missed opportunity for growth.
- Decreased Productivity: When your team isn’t using HubSpot effectively, it can lead to decreased productivity. Sales reps may struggle to find the information they need, marketing teams may have difficulty tracking campaign performance, and customer service teams may miss important interactions. This inefficiency can slow down your entire organisation and hinder your ability to achieve your business goals.
- Poor Data Quality: One of the key benefits of a CRM like HubSpot is its ability to centralise and streamline your data. However, if your team isn’t fully adopting the CRM, you may end up with incomplete or inaccurate data. This can lead to poor decision-making, missed opportunities, and a lack of confidence in the information your teams rely on.
- Missed Growth Opportunities: HubSpot is a powerful tool that can help you grow your business by improving your sales processes, enhancing customer relationships, and providing valuable insights. However, if your team isn’t fully using the CRM, you’re missing out on these growth opportunities. The HubSpot Adoption Gap can prevent you from realising the full potential of your CRM investment.
[The Solution… Bridging the Gap]
So, how do you bridge the HubSpot Adoption Gap and ensure that your CRM investment delivers the results you expect? The answer lies in a structured MCS (Management Control System), a strategic approach that we call the HubSpot Adoption Gap Framework.
This framework is designed to address the very challenges that cause so many CRM implementations to fail. It’s not just about setting up the software; it’s about empowering your team, aligning your organisation, and driving real, lasting change.
The HubSpot Adoption Gap Framework
Here’s how our HubSpot Adoption Gap Framework works:
- Leadership Preparation and Commitment: The first step in our framework is to ensure that your leadership team is fully prepared and committed to driving the HubSpot adoption process. This isn’t just about understanding the technical aspects of the CRM; it’s about equipping your leaders with the change management skills they need to guide your organisation through the transition.
We start by conducting comprehensive workshops on change management principles and strategies. These workshops help your leadership team understand the importance of their role in the adoption process and provide them with practical tools to lead the change effectively. We also facilitate sessions to align the management team with the project goals and establish a leadership action plan that details each leader’s role in supporting the CRM adoption.
- Clear Goal Definition: The next step is to define clear, achievable objectives for your HubSpot adoption. These objectives should be specific, measurable, and aligned with your overall business goals. For example, you might set goals related to increasing user adoption rates, improving data accuracy, or boosting sales productivity.
We work with you to conduct an initial assessment of your current sales processes, tools, and CRM usage. This assessment helps us identify areas for improvement and provides a baseline for measuring progress. We then facilitate workshops with key stakeholders to outline specific adoption targets and document these goals and expected outcomes for reference.
- Tailored Training Plans: Training is a critical component of successful HubSpot adoption, but it needs to be tailored to the unique needs of your organisation. That’s why we develop customised training plans that are specific to your business and your team’s roles.
Our training plans cover everything from basic HubSpot functionalities to advanced features, with a focus on practical, hands-on learning. We also provide role-specific training sessions to ensure that each team member knows how to use HubSpot in the context of their daily tasks. This tailored approach helps to build confidence and competence, making it easier for your team to fully adopt the CRM.
- Ongoing Monitoring and Support: Adoption doesn’t stop after the initial setup; it’s an ongoing process that requires continuous monitoring and support. Our framework includes regular check-ins with your adoption team to discuss progress, troubleshoot issues, and make any necessary adjustments.
We also establish performance metrics and set up key performance indicators (KPIs) in HubSpot to track user engagement, data accuracy, and the impact on sales. By regularly assessing performance against these goals, we can identify areas for improvement and ensure that HubSpot is being used effectively across your organisation.
- Feedback Loops and Continuous Improvement: Feedback is essential for continuous improvement, which is why our framework includes integrated feedback mechanisms within HubSpot. We regularly review user suggestions and issues to make further refinements and provide ongoing training and support as needed.
We also organise quarterly refresher courses to keep your team updated and skilled as HubSpot evolves. This continuous learning approach ensures that your team stays engaged and confident in using the CRM, helping to maintain momentum and drive long-term success.
Why You Can’t Afford to Ignore the HubSpot Adoption Gap
Ignoring the HubSpot Adoption Gap can have serious consequences for your business. From wasted investment and decreased productivity to poor data quality and missed growth opportunities, the impact of this gap can be far-reaching.
But the good news is that with the right approach, you can bridge the gap and ensure that HubSpot delivers the growth and efficiency your business needs. Our MCS The HubSpot Adoption Gap Framework is designed to guide you through every step of the adoption process, providing the leadership, training, and support you need to succeed.
At Real Inbound, we’re committed to helping B2B sales organisations like yours unlock the full potential of HubSpot. We’ve seen firsthand the difference that our framework can make, and we’re confident that it can help you achieve the results you’re looking for.
Ready to close the gap? Contact us today to learn more about how our HubSpot Adoption Gap Framework can transform your sales operations and drive lasting success. Don’t let the HubSpot Adoption Gap hold you back—let’s bridge it together and unlock the full potential of your CRM investment.
